Income from the forest

A brand is a ‘name,term,sign,symbol’ or design intended to indentify the goods and Services of one seller and to differentiate them from those of the competition’. // is ‘the promise, the big idea and the expectations that reside in each Customers mind about a product, service or company’. Brand elemnts: name, logo,symbol,package,design. 3product differentiation: Core product, Actual product, augmented product. 5 levels meaning for a product: core benefit Level, generic product level, expected p. L, augment p.L, potential p.L.brands vs products: companies make Products, conusmers make brands. Products can be copied, brans are unique. Products Become obsolete, brands are timeless. Products are instantly meaningful but Brands become meaningful over time. Main Branding challenges: savvy customers, economic downturns,brand Proliferation, media transformation. SBM Process: 1. Brand plans(b positioning,b resonance,brand value change),2. Brnd Mkt programs (b elements, mkt programs, others).3. Measure brand Performance  (b audits, b tracking, b Equity management)4. Grow and sustain brand equity (b architecture, b Portfolios, b expansions).  CH2/ Customer-based brand equity (cbbe) :is The differential effect that brand knowledge has on consumer response to the Marketing of that brand (keller).// 1. Differential effect. 2.Brand knowledge. 3.Consumer response to marketing. Nodes:represent Stored information or concepts. Links:represent The strength of association between the nodes. Brand awareness: 1. Brand recognition. 2 brand recall. Advantages b awareness: register the Brand in the minds of consumers. Consideration advantages; likelihood that the Brand will be a member of the set. Choice advantages; choices among brands in The consideration set. Brand Associations:1 Brand attributes (descriptive features of the product)2brand Benefits (personal value and meaning) 4 Compnts brand position:who is the target consumer? Who are the main Competitors? How is the brand similar to these competitors? How is the brand Different from these competitos?.market:set Of actual and potential buyers who have sufficient interest, income and access To a product. Market segmentation: Divides the market into distinct groups of homogeneous consumers who have similar Needs and consumer behaviour(use the same marketing mix) basic criteria:1. Identifiability2.Size 3.Accessibility 4. Responsiveness.3types of pop 1.Category POP.2competitive POP. 3.Correlational POP. Brand Mantra: a short, three-to five-word phrase that captures the essence or Spirit of the brand positioning. Similar to ‘brand essence or ‘core brand’. Brand resonance model:this model describes how to create intense & active Loyalty relationships with consumers. The model considers how brand positioning Affects what consumers think,feel,and do about the brand.Brand development: Indentity (who are you)2Meaning (What are you)3Response (What about you)4Relationships (What about you and me). 4 steps of brand building:1Brand salience (important,that matters)2Brand Performance & Brand imagery (Develop a communicate with costumer3Brand Judgments & brand feelings (Consumers make judgments)4.Brand resonance (connect).